Business managers understand the importance of employing advertising to increase sales or to heighten public awareness of a product or service. It’s crucial, however, to take certain steps to ensure that the advertisement is utilized in the most effective way possible in order to maximize results and get the most “bang for the buck.”
Effective advertising helps drive home the message while avoiding wasted time and money. To help start off on the right track, the following tips should be taken into account early in the planning process.
It is very important to understand the company’s customer base. For example, if the targeted audience members are not adept on using computers, then it would not be advisable to advertise on social media outlets. Television advertising would be the most preferable medium to reach these potential customers.
Conversely, as teen-aged potential customers don’t tend to read printed publications these days, it would not be money well spent to try to reach them via full-page ads in the local newspaper.
It does not pay to try to create advertisements in house. It’s much better to work with an advertising agency to produce advertising materials, especially when it comes to television commercial production.
An advertising agency will have the requisite experience in producing professional looking, well planned campaigns and will know how to include features most people may not think of. Trusting professionals to develop ad materials frees the business manager to focus on other important tasks in running the company.
Never engage in false advertising as this will build mistrust with a business’ customers and result in a very bad reputation for the company. Always refrain from advertising artificially low prices just to lure customers in the door only for them to find the items “sold out.” Also never include hidden costs or try to hard sell upgrades to a customer.
Advertising should always instead be used to build a trusting relationship with both existing and potential customers and clients. The pay-off for the company will be much greater in the end, due to a greatly enhanced company reputation.
Make It Worth It for the Customer
Customers should immediately feel that, by purchasing the advertiser’s product or service, they are getting something valuable in return. Always ask, “By offering this product or service, what’s in it for our customers?”